Oracle said on Tuesday it had acquired FatWire Software, which makes web management software.

Oracle's plan is to use FatWire's products to integrate marketing campaigns with its CRM and e-commerce applications. FatWire's software is designed to manage and deploy online presence so companies can interact with customers and manage relationships.

The plan for Oracle is to take FatWire's applications and lump them into a customer experience line-up that will bridge multiple channels such as web, mobile and social media. FatWire counts Wal-Mart, Best Buy, Ford and Pfizer among its key customers. Many of these customers are already Oracle ATG customers.

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